ISSUE : Gillette, in Japan, is considered to be a tech savvy western company. But it is not seen as a brand that connects with the local audience. It came up with its high-end products believing Japanese people would favour modern products, but somehow consumers weren't associating themselves with the company's image.

INSIGHT : The Japanese people are very exclusive from their personal mindset. Its their biggest pride in life. So if you are a non-japanese brand, what do you do to get a slice of their life and be accepted? TURN JAPANESE

SOLUTION : So Gillette merged its promise of precision with the core principles of Japanese way of life, to form:

GILLETTE x KATANA

THE INSPIRATION:

IDEA:

HOW DO WE DO IT?

INTRODUCING: